WestJet Customer Care Part II: WestJet’s “Care-antee.

As I mentioned in my previous post WestJet stands out from other airlines with their focus on customer satisfaction. They refer to customers as “guests,” not “passengers” or “clients,” which gives a more welcoming tone.

Airlines have begun to give passengers a “bill of rights,” which promotes good customer service. One company that began to do so was JetBlue Airlines, who created their “bill of rights” after problems during a bad storm at their New York hub. Their “bill of rights” outlined passenger compensation due to delays or cancellations.

What did WestJet due to compete?

Instead of creating a “bill of rights” after a problem occurred they decided to use a similar idea as a unique marketing tool. WestJet created a “Care-antee,” which promises customers they will not overbook flights, that they will not charge for bags. They also make subjective pledges such as providing overhead bins and “ample” leg room. This allowed WestJet to yet again set themselves apart from other airlines in their attention to customer satisfaction.

“The ‘Care-antee’ is a set of promises we vow to uphold in good times and bad” Bob Cummings, executive vice president, guest experience and marketing. “It’s a very public commitment to our guests that we continue to deliver exceptional customer service and value, especially now when they need it most” (The WestJet "Care-antee", 2009)

Recently Air Canada started to charge $25.00 for the first checked bag to flights to the U.S. WestJet however, has stuck by their values and has not begun charging for bags. It’s hard to say whether or not they will begin charging for checked bags, but with their continued strong focus on customer satisfaction it’s unlikely.

The WestJet "Care-antee". (2009, August 18). Retrieved from http://www.trading-markets.com/.site/news/Stock%20znews/2282291/.

Next Post: Working With WestJet Part I